We present the consumer behavior given by additive random utility models. The additive decomposition of utility goes back to psychological experiments accomplished in the 1920's [1]}. A formal description of this framework has been first introduced in economic context [2]}, where rational decision-makers choose from a finite set of mutually exclusive alternatives \(I=\lbrace 1, \ldots , n\rbrace . \)  Although the decision rule follows a rational behavior, agents are prone to random errors. The latter describe decision-affecting features which cannot be observable. Each alternative \(i \in I\)  provides the utility
\(v^{(i)} + \epsilon ^{(i)}, \) 
